Mass Media Influence

Mass media is the medium that connects the masses. Mass media industry comprises eight different types of businesses namely Books, newspaper, magazines, recordings, radio, movies, television and internet. Books, magazines and newspapers have been the primary source of mass media for the last nearly 250 years. However the recordings, radio, movies and television only became popular in the last 50 years. Internet is the latest addition in the late twentieth century. Media is a key institution of a society. It has its impact on our culture, our buying habits and our politics. Mass media both reflect and effect politics, society and culture. It is in turn is also affected by changes in our beliefs, tastes, values and behaviors. The mass media are profit oriented businesses. Technological developments shape the way mass media are delivered and consumed (Biagi).
Importance of Mass Media

There is no denial that media play a significant role in forming opinions of the public. Ever since its inception media has been a powerful tool in shaping and molding people’s perception but with the current mushroom growth of mass media its importance has increased manifolds. The outburst of internet has fueled it further taking it to new heights. Every individual now has access to loads of information and that too is so easily available just .a click away. It has not only increased the role of media but also increased the importance of the opinion of the people. Now public opinion matters in almost all walks of life even in important policy decisions. Public opinion matters most in politics. This growth in mass media has made individuals very opinionated now we have opinions about almost everything and that too is an informed one (Vivan). Media and politics are strongly interrelated. To conduct a broad range analysis of the relationship between media and politics requires in depth survey of representation of politics in media, impact of media on politics, media regulation and the

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